Hasbro has partnered with location-based entertainment (LBE) companies Kingsmen Xperience and Max-Matching Entertainments to bring its NERF-branded play centers into China. 

Under the new deal, Kingsmen will collaborate with Hasbro and spearhead the design and development of NERF Action Xperience locations in the region, while Max-Matching scouts potential venues and manages operations and facilities.  

The plan is to open a first location in Beijing in 2025, lining up others to follow in short order. The centers will range in square footage from 16,000 to 48,000, offering NERF-themed activities including obstacle courses, sports challenges and blaster battle arenas. They’ll also feature an on-site restaurant and retail store where attendees can purchase NERF products. 

Kingsmen opened the world’s first NERF Action Xperience in Singapore four years ago, and the concept is poised to migrate to the US, with locations opening soon in New Jersey (later this fall) and Arizona (sometime next year). 

This is the third licensing deal Max-Matching has signed in the past three months. It picked up the rights to develop new family entertainment centers and themed hotel rooms based on WildBrain’s Teletubbies, Peanuts and In the Night Garden franchises in September. And a month later, the company announced a partnership with Crayola to launch the first international Crayola Experience in Beijing in 2026.